An Analysis of Starbucks
Company History
Starbucks was opened its first coffee company in Seattle’s Pike place
Market on 1971. The name was taken from the first mate in Herman
Melville’s Moby Dick (Company Profile, 2005).
Products
Beverages: Brewed coffees, Italian-style espresso, cold blended
beverages, roasted whole bean coffees, tea products, fruit juice,
sodas, and coffee liqueur.
Food: Sandwich, Salads, pastries and ice creams.
Non food items: Mugs, Travel tumblers, coffeemakers, coffee
grinders, storage containers, compact discs, games, seasonal novelty
items, Starbucks card, media bar.
International Business Development
In order to achieve Starbucks mission to be a global company, the
development strategy that Starbucks implemented to adapt with variety
market and local need are: joint ventures, licenses and company owned
operation (Starbucks Corporation, 2005).
There are 4,666 Starbucks stores which are operated and 2,222 are
licensed operation in US which are spread out in 50 states. For the
international location, StarbucksÂ’ store can be found in 34 countries
outside of the United States and 1,049 stores are company owned
operated in Australia, Canada, China, Germany, Singapore, Thailand and
the U.K. and 1,734 are joint ventures and licensed operation (Company
Fact Sheet, 2005).
Starbucks goes International
1996 Starbucks open in Tokyo, Japan. Nowadays, there are more than 500
retails shops in Japan. Furthermore, Starbucks also open in Hawaii and
Singapore.
1997 Starbucks open in Philippines
1998 Starbucks open in U.K., Taiwan, Thailand, New Zealan ...